The online mental health service provider BetterHelp was podcasting’s biggest advertiser during June. It was the tenth consecutive month that the brand has topped Magellan AI’s list of the biggest spenders in the medium. It estimates BetterHelp spent $6.56 million during June. That was a 16% increase from its May spending. It spread its ad dollars across 715 podcasts last month, mostly in the Society & Culture genre.
NBCUniversal jumped into second place, with an estimated $2.546 million in podcast spending during May. That was a 78% jump from its May spending on podcasts according to Magellan. It says NBCUniversal placed ads on 573 podcasts with the Society & Culture category getting the biggest share of its budget.
ZipRecruiter remained in third place with an estimated $2.293 million in podcast ad spending. That was a drop of one percent from a month earlier.
Hello Fresh fell from No. 2 to No. 4, with an estimated $1.914 million in podcast ad spending last month, an 18% drop month-to-month according to Magellan. And ExpressVPN rounded out the top five with $1.79 million in podcast ads during June, an increase of 5% from May.
A tech brand topped Magellan’s ranking of movers and shakers for a second month in June. Hewlett-Packard took the honor this time with $1.461 in podcast ad spending during the month, compared to nothing in May. Last month it was fellow computer maker Dell at the head of the movers and shakers list.
In terms of percentage gains, Wine.com had one of the month’s biggest increases. It spent $257,000 in June compared to $23,000 in May – or a 998% jump. Magellan says Wine.com's direct-response ads were primarily in mid-roll positions with many pre-roll ads as well. The mix of pre-produced and host-read ads offered $50 off the first order for listeners who use a custom URL.
“The alcohol industry has been growing its presence in podcast ads over the past couple years but advertisers really ramped up spend this summer,” says Magellan in a blog post. It said it has detected over 200 new alcohol brands in podcasting this year.
Magellan analyzes podcast advertising data from the top 3,000 podcasts in the U.S., as ranked by Apple Podcasts. Magellan’s proprietary model is used to estimate advertising spend. It includes factors such as the number of ads and variation in ad load detected for a given episode, number of downloads for each episode, and estimated CPMs as reported on select media kits and estimated based on popularity.
Magellan will have a webinar detailing the monthly report on Thursday, July 22. Find details and sign up HERE.